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  • Mark Runacus

The secrets behind "Should've gone to Specsavers"


Graham Daldry was until recently the in-house Creative Director at Specsavers and responsible for their famous "Should've gone to Specsavers" campaign which is 18 years old and still running. I think it's the most consistently funny ad campaign of all time. And it's all produced in-house at Specsavers.


I was delighted when he agreed to join us on the podcast. He talks about his passion - humour in advertising - and the challenges of keeping a funny ad campaign fresh. His secret? "Consistency that can be varied". He explains why in-house teams have to be better than their agency colleagues, how the in-house creative process is often the reverse of what happens in a traditional agency, and how he was lucky to be allowed to fail.


He also chooses some of his favourite funny TV ads, and of course his favourite Specsavers ad. He shares the hilariously risque Specsavers script that never got made, tells us about filming a Specsavers ad on location in the middle of a war between Thailand and Cambodia, and what it was like working with John Cleese.





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